{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"Humans of Martech","title":"220: Alex Halliday: How to build content engineering systems that get cited and scale without slop","html":"","width":"100%","height":180,"duration":3966,"description":"What's up everyone, today we have the pleasure of sitting down with Alex Halliday, Founder and CEO at AirOps.Summary: Alex built AirOps to help teams access company data, then a conversation with Sam Altman and a cramped middle seat on a flight to Atlanta changed everything. In this episode, he breaks down what content engineering actually means — not just generating more AI content, but building the systems infrastructure to maintain quality, freshness, and brand accuracy across everything a company has ever put online. He makes the counterintuitive case that great content engineering puts more humans into the content process, and explains why 98% of AirOps's pilots convert to annual customers while most AI content pilots fail. If you think AI content is just a faster way to publish more, this episode will change how you think about it.About Alex HallidayAlex Halliday is the Founder and CEO of AirOps, where he leads the development of AI content engineering systems that help brands build visibility in AI search. Before founding AirOps in 2022, he served as Head of Product at MasterClass, where he was the company's first product hire and helped scale revenue 10x. As a Venture Partner at SparkLabs Global Accelerator, Alex has made early investments in OpenAI, Anthropic, Groq, and Discord.How AirOps Pivoted to AI Content EngineeringIn early 2022, the LLM moment hadn't happened yet. Not publicly. GPT-3 existed but was barely on anyone's radar in marketing. Most \"AI for marketing\" conversations were still about sentiment analysis tools and basic chatbots. The prevailing assumption was that software had rules, rules had limits, and those limits were the floor you designed around.Alex Halliday had an unusual vantage point. As a venture partner at SparkLabs Global Accelerator with early investments in OpenAI and Anthropic, he was closer to what was actually happening than almost anyone in his world. He still wasn't ready for what came next.It started with a...","thumbnail_url":"https://img.transistorcdn.com/4eBcAi2MlxuVPdaWgcnwbeXVYH5naGhZe-qIuSYOdjU/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hZGE5/NTRiZjYwMDI0NWM5/MmE4MDQ1NWJlODA3/MjUxYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}